Agentic Decisioning is becoming a key focus for B2C marketers seeking deeper personalization. MoEngage has acquired San Francisco-based Aampe to strengthen its customer engagement platform. The acquisition brings Aampe’s reinforcement learning engine directly into MoEngage. As a result, brands can deliver true one-to-one customer experiences at scale.
The combined platform combines marketing workflow agents with AI-powered decisioning agents. This allows marketers to launch campaigns and autonomous agents to personalize every customer interaction. Each AI agent decides on the right message, timing, channel, and frequency. The system also continues to learn from the customers’ responses to make better decisions in the future.
Marketers are still working to establish campaign goals, content, and operational guardrails. At the same time, AI agents make customer-level decisions with total transparency. This way, you limit the manual work and don’t have to handle a lot of audience segments and repetitive A/B testing.
“Every marketer wants to show up at the right moment, with the right message, for every individual user. The gap isn’t ambition, it’s infrastructure. Aampe has built something the rest of the market hasn’t cracked: a system that optimizes content, timing, channel, and frequency together, continuously, at the individual level,” said Raviteja Dodda, Co-founder and CEO, MoEngage.
“But what convinced me was the team behind it. Paul, Schaun, Sami, and the Aampe team have brought a rare combination of research depth and production rigor to one of the hardest problems in marketing. Together, we’re going to define the next era of Agentic Marketing, and we’re thrilled to have them building it with us.
Acquisition Strengthens AI-Powered Marketing Platform
The acquisition completes MoEngage’s vision of building a unified customer engagement platform. Its Merlin AI agents already help marketers create content, launch campaigns, design customer journeys, and generate insights. Furthermore, Merlin AI Custom Agents automate complete marketing workflows instead of handling isolated tasks.
Aampe adds the missing decisioning layer through autonomous customer-level intelligence. Its semantic label taxonomy enables transfer learning across campaigns. Therefore, AI agents preserve previous learning instead of starting from scratch with every campaign.
“We built Aampe on one conviction: one agent per user, not one model per segment. A per-user agent builds a persistent, compounding model of each individual — their rhythm, their content preferences, what actually moves them to act. And because it learns over meanings rather than specific messages, everything it knows carries forward to the next interaction; nothing starts from zero. MoEngage gives us the infrastructure, channel depth, and customer relationships to make that the default for every brand, not the exception.” Paul Meinshausen, Co-founder and CEO, Aampe
Following the acquisition, Paul Meinshausen, Schaun Wheeler, and Sami Abboud will join MoEngage to lead Agentic Decisioning initiatives. Existing Aampe customers will continue receiving uninterrupted service. They will also gain access to expanded engineering, data science, and customer support resources.
The platform already supports leading consumer brands, including ZenBusiness, Taxfix, Grab, and Swiggy. Today, it operates hundreds of millions of AI agents while processing more than 200 billion decisions every week.
Taxfix reported strong business results after deploying the platform.
“We ran Aampe side by side against a rule-based CRM system we’d iterated on for four years. Aampe beat it by 50%, delivered a 40% revenue uplift versus a global holdout, and was breakeven in thirty days. When I compared the fully loaded cost of running Aampe against what we spend on advertising to drive the same returning-customer behavior, Aampe was 120 to 150 times more efficient.” said Alex Beresford, Chief Growth Officer, Taxfix
Swiggy also highlighted the platform’s impact on customer engagement.
“At Swiggy, personalization at scale isn’t a nice-to-have, it’s how we build loyalty with millions of users every day. MoEngage has been a core part of that infrastructure, and Aampe has shown us how we can deliver highly relevant messages to our customers by working through thousands of options and tailor-crafting toward their specific preferences. Customers find Swiggy to be their preferred destination, catering to their specific likes and dislikes. We anticipate this acquisition will further enhance the way we serve our customers, and help us in continuing to lead the curve.” said Niranjan Sane, AVP Growth, Swiggy
The acquisition strengthens Agentic Decisioning capabilities across the MoEngage platform. Moreover, it positions the company to deliver more intelligent, scalable, and personalized customer engagement for global consumer brands.
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News Source: PRNewswire.com
